Last year's inaugural edition of the Creative 100 featured 40 agency creatives—broken down into 10 chief creative officers and 30 rank-and-file creatives. This year we've expanded the agency section to 50 creatives (pairs and groups of three count as one entry)—and put them all together, junior and senior talent, into this one list.
We've also dug deeper to find younger talent whose names you might not know, but whose work you've undoubtedly seen over the past year. They sit side by side here with some U.S.-based global chief creative officers—showing a full range of exceptional talent from literally entry-level people to global network chiefs.
What unites all of them is a passion for the work, an incessant curiosity about the world and marketing's evolving role in it, and some serious creative chops—from wonderfully unique, clever, business-changing ideas to remarkable executional ability. (Also, they are honored equally on this list—the order does not indicate a ranking.)
Congrats to all the honorees, whose work is the envy of the agency business.
• John Matejczyk
Executive Creative Director
Muh-tay-zik Hof-fer, San Francisco
A veteran of Y&R, Goodby Silverstein (twice), Fallon, BBH, TBWA\Chiat\Day and 180LA, Matejczyk in 2009 opened Muh-tay-zik Hof-fer, which has produced breakthrough work for Google, Netflix, Audi and AAA. "There is always a way," he says. "A way to pull it off, a way to make a brand fresh, a way to solve a problem. The best work is always the result of persistence." That dogged approach crosses styles and mediums, from the Super Bowl (for SoFi) to the murkier corners of the internet. Recent hits include turning wifi network names at the New York Auto Show into Audi attack ads on BMW; holding a 24-hour video-game auto race on Twitch for Audi (synced to the real-life Le Mans race); celebrating glorious messes for cleaning brand Method; and Periscoping a guinea pig whose movements in a cardboard box amusingly advised college kids whether to study or watch Netflix.